Related

All the company’s malls, including other Ontario locations like Sherway Gardens, Ottawa’s Rideau Centre and Vancouver’s Pacific Centre will similarly get the new “CF” before its name.

The renaming comes as part of a larger overall image makeover, which introduced a new logo and slogan – “Where it all comes together” – for the multi-billion-dollar developer, which is owned by the Ontario Teachers’ Pension Plan.

The move is just part of a larger effort to “establish a more direct connection with Canadian shoppers,” according to a company release.

“Putting a new logo on the door is the easy part,” says Jason Anderson, the company’s senior vice president of marketing. “The real work is designing and implementing changes to the way consumers experience our shopping centres. We know technology and unique and engaging experiences will play a big role in changing the way people think of the shopping mall.”

The Eaton Centre hasn’t actually contained an Eaton’s store since the company went bankrupt and converted the last of its locations to Sears stores in 2002.